Used into oblivion

Watching TV the other day, I noticed a commercial for P Diddy's line of "Ultra Premium Vodka." That got me to thinking. Are there really, say three levels of vodka quality: Regular (for lack of a better term), Premium, and Ultra Premium. Why not Super Ultra Premium? Or what about Mega Super Ultra Premium? Where I ended up in my thinking was that what I was seeing was evidence that advertising destroys words.

If calling your product "premium" improves sales, hey call it "premium." If everyone calls their product "premium" however the word starts to loose the cache that it once had (i.e. the meaning of the word has been destroyed). Thus you need to find other ways to distriguish your product from the glut of other "premium" products on the market. Enter "ultra premium." It's like Disney calling their latest animated film an "instant classic." The words no longer have meaning.

What I don't think the ad wizards behind this get, is that every time they up the ante, they lower our expectations with regard to their claims. The more you promise, the less we buy it. They find ways to scream louder and louder for our dollars, only to find that we turned them off a half hour ago.

Try just selling me a good product. Don't talk to me about more taste, whatever that is? And don't try to string together enough adjectives that you think I will finally want a bottle of Extreme Mega Super Ultra Premium Vodka.